Thanks to JLo’s supposed nip slip and Angie’s leg memes, the Oscars pulled in millions of viewers which is great news for not only the academy but Sonicbids members Savoir Adore. These Brooklyn natives self-described as “fantasy rock” got in on the Oscar madness as the featured download in Tide’s latest commercial.Savoir Adore is no stranger to the spotlight. After signing to the Cantora label (home to MGMT), the band has put out two records and opened for buzz bands Oh Land and Lights.
When we found out the band was teaming with Tide and Shazam to giveaway their cover of “Pop Goes the World,” we had to catch up with Paul and Deidre to hear about how they got involved!
How'd you get connected with Tide and Shazam for the Oscar promo?
Our publisher had a relationship with the ad agency, Saatchi & Saatchi, and we were put in the running for the ad. They asked us to do a demo of a cover of the song they had already chosen for the campaign, Men Without Hats' "Pop Goes the World." We ended up doing 3 demos in different directions, and they ended up choosing our favorite one. The Shazam integration is actually a nice surprise to us - it's great that they are being creative with this campaign.
Brands are making a big move into music these days. How do you feel about the new opportunities for bands within the social music marketing sphere?
We think it is a great opportunity when bands can work with brands; they can reach tons of new ears, and also be compensated for their creative work.
What advice can you give artists who are looking to use social media tools to spread their music?
Genuinely be yourself. One of the best parts of social media is being able to use your personality to connect with listeners.
What's up next for Savoir Adore in 2012?
We JUST finished a brand new record (mastered last week!) that we are planning to release in either late spring or early summer of this year. We're also headed to SXSW in Austin next month, and getting there by way of the first Neon Gold Tour.
And the two most important questions of the night: Who do you predict will be the best dressed on the red carpet? And what is your pick for best picture?
Deidre’s picks: Michelle Williams, Midnight in Paris
Paul’s picks: Ryan Gosling, Midnight in Paris
While they may not have picked the best picture, we’re sure we’ll be seeing much more of Savoir Adore. Check out their Tide ad below:
